Thursday, June 18, 2009

Sponsors of tomorrow are fake

Intel the computer chip maker, has launched an integrated branding campaign using the theme, “Sponsors of Tomorrow”.

From this TVC the company wants to reposition itself, as the company is transforming from microprocessor company to platforms and solutions company

While watching t20 world cup you must have come across the TVC of Intel which features Ajay Bhatt, the co-inventor of USB, who is a rock star at Intel because of his achievements. In a humorous way, the TVC shows women glancing over him when he walks in to get coffee and men are eagerly waiting to get his autograph. The TVC ends with the line: ‘Our rock stars aren’t like your rock stars’.

Brilliant commercial I liked it Except for one thing the Ajay Bhatt in the commercial is not the actual Ajay Bhatt who invented USB that’s an commercial actor ,and if you compare the engineer rock star to the real Ajay Bhatt the actor looks — hmm, a stereotype of an Indian Engineer.”

If Intel says that our rock stars aren’t like your rock stars’, then why do they have to use an actor for the TVC, in a way they are contradicting themselves,

Mistri Diagnosis

They should have used Ajay Bhatt to act for the commercial that would have made more sense and their communication would have been in-sync with the commercial as this would have raised the credibility of the communication. Until the viewers know that the person named as Ajay Bhatt in the commercial is not the original person, they regard the ad to be effective but once they come to know that he is an actor and not the original Ajay Bhatt, their perception about the brand changes and an question arises as to why didn’t Intel use the real Ajay Bhatt in the commercial.

Author: Sanjay

Tuesday, June 2, 2009

Mummy mummy bhook lagi!!!

A couple of years ago my class teacher entered our classroom with a stranger who had a big cardboard carton. We were asked one by one to pick a shiny yellow colour packet bearing-Maggi Noodles.

In 1982, when Nestle (then known as Food Specialities Ltd.) considered launching Maggi instant noodles. The company had several options of choosing from several alternative positioning. The product could have been launched as an alternative for ‘Chinese dishes’ at home or as a ‘mini meal’.

Consumer research showed the company would fetch profits if it were positioned as a tasty, instant snack, made at home and initially aimed at children. There were no direct competitors to Maggi then. For starters this was the brand that pioneered the entire category of packaged food in India. Not easy in a country where freshly cooked food was the norm. The sampling exercise did great wonders for the brand as the four letter word-FREE is very powerful.

Maggi was launched in Delhi in 1983....Even before I was born.....Maggi became a quintessential Indian food.

Maggi has been a part of numerous memorable experiences of my life. From being a midnight snack in the hostel while mugging for exams, to eating vegetable cheese chilli Maggi in the college canteen for dinner. Maggi easy to cook was the first cooking experience for numerous youngsters. It is also the fifth most trusted brand in Indian Food category and the most valued FMCG brand.

NestlĂ©’s Maggi has stuck to the jingle that marked its entry in the country 25 years ago with instant noodles. The jingle has indeed helped in creating a formidable brand. Maggi’s market share is well above 90 per cent. Maggi is the biggest brand in the NestlĂ© portfolio in the country. So, why kill the jingle.

This year being the 25th anniversary of maggi, the brand has decided not to litter the sky with hoardings on the occasion. The ads will play Nostalgia. Thus, customers will be invited to share their “Maggi moments” with the company. If the company likes the way you prepare Maggi, you could find your photo on Maggi packs. A new website called

Maggi among other FMCG products has one of the best and unchanged Positioning. This brand shows how simple strategic positioning ideas almost always come in small words. Maggi found a vacant, strong position and ‘sat on it’ as the ‘Fast to cook’, Good to eat’ any time sanck.

Guest author: Megha

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